What Are the Key Components of a Digital Marketing Strategy?

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No matter what type of business you run, a clear and comprehensive digital marketing strategy should be at the heart of it. Companies are continuing to invest more and more into getting themselves noticed online, and if you aren’t up to date with current trends, you risk falling behind your rivals. To start off with, it is important to know what components make up a digital marketing strategy. So, if you are still a little unsure or you simply want to see everything listed in a single place, this is the article for you.


First and foremost, everything revolves around your website. This is what you are aiming to lead your customers back to and the place where you are conveying crucial information about your business. If it is created in the right way, it will make all your digital marketing efforts so much more effective. Essentially, you need to think about what you want your customers to do while they are on your site. So, if you run a website, you will probably want them to view your menu and make a reservation. If you run a product business, you will want customers to make a purchase through your site.

As more and more customers are accessing websites through their smartphones, you need to have a responsive site that makes life as easy as possible for them. You should also ensure that the navigation is straightforward and the loading time is short. Customers have very little patience these days, so you don’t want to throw any unnecessary obstacles in their way. Make sure that your contact details are easily accessible and provide links to your social media accounts directly.

Email, or email marketing

Email is one of the quickest and easiest ways to convey a great deal of information to your customers in a short period of time. Perhaps you are letting them know about a special offer that they can take advantage of in the near future. Maybe you are informing them about a new line of products that you are about to release. You need to grab their attention straight away with a strong and punchy email subject line. When it comes to the design of the email itself, you need to ensure that it is visually appealing and that the text is broken up into small chunks. Email marketing can help to give your customers a little nudge to remind them that you are still there – but you don’t want to overuse this and risk them getting frustrated and unsubscribing.


Content is a crucial part of any digital marketing strategy. Without it, customers have no reason to keep coming back to your website, open your social media accounts or generally stay interested in what you have to say. Content can come in the form of blogs, videos, infographic, photos or just simple tweets. But you can’t simply post endless self-promotional updates and expect people to pay attention to what you have to say. Instead, you need to be creating material that makes a genuine impact on people’s lives.

Whenever you create content for your website, you need to be coordinating this by sharing it through your social media accounts and encouraging others to do the same. But you can’t simply expect to post sporadically and it will have an impact. Instead, you should create a clear content plan so that you are ready to post updates on a regular basis.

You can’t simply post endless self-promotional updates and expect people to pay attention to what you have to say. Instead, you need to be creating material that makes a genuine impact on people’s lives.

Search Engine Optimisation (SEO)

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Your visibility on Google and the other major search engines makes such a big impact on your potential customers’ ability to discover you. So, you need to ensure that when people type certain keywords and phrases into their search engine that you rank highly for them. Digalico are specialists in this field so check their website or they are also active on their Twitter channel. Your website needs to be optimised for search engines and there are also various good habits and practices that you need to get into.

Social Media

Since the advent of social media a few years ago, the industry has grown exponentially and companies have fallen over each other to speak to customers online. So, you need to establish and use the accounts which are going to be most valuable for your business. Facebook and Twitter tend to be the most commonly used ones, but you may find that other popular mediums such as Instagram and Pinterest are effective – especially if you have a business which is particularly visual. As we discussed in the content section, anything that you post needs to be interesting and informative. Don’t just pack your pages with self-promotional tweets and posts as you could cause people to quickly unsubscribe.

Paid Adverts

Though a lot of what we have talked about so far is based on things that you can do for free, you should also be looking at other options in which you have to spend some money. Paid adverts can give you the visibility that you need quickly – something that can be especially useful when you are first getting started in the world of business. Of course, you should still be seeking to generate organic traffic to your site as well. When you invest in paid ads, you can control your spending budget and choose to pay only when people click on them.

Lead Management and Marketing Automation

As your business continues to grow and develop, you should be collecting the data from your customers and using this to continue marketing to them. Thankfully, the digital world has made this easier than ever, so that whenever a customer makes a purchase through your site, you have their key information. It is up to you to follow this up with emails and other ways of getting in touch. If you automate some of these processes, you make life so much easier for yourself. For example, if a customer has put something in their basket, you could have an automated email that reminds them to make the purchase or perhaps even offer them a discount code that makes buying an even more attractive option for them.

Videos and Webinars

Scroll through your social media feed and you will see just how dominant video content is these days. So, if you have not yet jumped on the video bandwagon, now may be the time to do so. While people may not have the patience to read through vast amounts of text these days, they are much more likely to watch a video for a few minutes. To start off with, you should create a short clip about your company that you put on the homepage of your site. Over time, you can then start experimenting with more video content. Webinars are starting to become more and more popular as they can help to position your company as an expert in your field. Just a few of the other positive effects that they have been shown to create include building trust, increasing web traffic and brand awareness, and generating leads.

Sales Materials

It is useful to create a host of digital sales materials which you can use when you are trying to demonstrate the positive qualities of your business. Just a few of these include online brochures, presentations and sales apps. These could be especially useful when you are speaking to your customers at trade shows and networking events. You immediately have something that you can send directly to their email address so they can find out more about your business in their own time.


Analytics letters.

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Having a digital marketing strategy is all well and good, but if you are not analysing your results, you will have no idea if whether what you are doing is successful or not. There are various analytical tools which can provide you with a helping hand in this regard. Once you can see what is successful and what isn’t, you can start to refine and adjust what you are doing accordingly.

The ten points listed above take you through the most crucial elements of a digital marketing strategy. To start off with, you need to have a strong website as this is going to form the cornerstone of your activities. Creating content and emails is one of the key ways that you are going to get people coming back to your site time after time. You should also be ensuring that customers can easily find your business through search engines by investing in SEO and paid adverts. Increasing the number of social media followers that you have and engaging with them regularly should also be a priority. And if you want to really capitalise on one of the growing trends of the last couple of years, video content creation should be at the forefront of what you are doing. Finally, when you have your strategy in place, you need to analyse just how effective it has been and refine it to make it better where possible.

Max Francisco has been doing digital projects in Brazil and the US for the last 15 years.